The Analysis Of Influencing Factors In WeChat User Participation Attitudes

Development of Internet technology makes between users, communication between companies and users become more and more convenient and timely, new business models and customer relationship marketing between businesses and their customers so that created a new problem, and web2.0times arrival this trend has a new promotion. With the value of the dominant logic of marketing shift from goods dominant logic led to the evolution of the service logic, the relationship between businesses and consumers to bring the innovation. Service dominant logic to think through the value of creating a win-win situation between businesses and consumers. Diverse user needs but also to the business activities of enterprises bring new challenges.This paper studies the weChat user participation factors. First, this paper analyzes the characteristics and development status of weChat. Then, by reading literature, reviewed the technology acceptance model. Ultimately, this study draw core framework technology acceptance model, combined with the actual increase of network externalities, perceived fun, and by reasonable inference theory, theoretical models and assumptions derived in this paper. On the basis of reference for scholars of these variables on the measurement scale, developed a scale suitable for the present study. Questionnaire sent through the network platform, the recovery data. The questionnaires were recovered SPSS and AMOS statistical analysis. Research shows that perceived usefulness, perceived ease of use, perceived interest will affect the participation of weChat users. Finally, the summary of the study’s conclusions, on the healthy development of weChat gives a reasonable proposal.